Lecture, Ch 14 - Managing Brands Over Time

Reinforcing Brands (4)

•Maintaining Brand Consistency

•Protecting Sources of Brand Equity

•Fortifying versus Leveraging

•Fine-Tuning the Supporting Marketing Program

Draw Diagram to Brand Reinforcement Strategies

Revitalizing Brands means to…(2)

•Expand depth and/or breadth of brand awareness

•Improve strength, favorability, and uniqueness of brand associations

Expanding Depth and/or Breadth of Brand Awareness (2)

•Identifying new usage opportunities

•Identifying new ways to use the brand

Improving Brand Image (3)

•Identifying the Target Market

•Repositioning the Brand

•Changing Brand Elements

Adjustments to the Brand Portfolio (4)

•Migration strategies

•Acquiring new customers

•Retiring brands

•Obsoleting products

Brand Revitalization Strategies Figure (Draw it out)